Gift-giving is the most heartfelt aspect of jewelry consumption. In 2026, NIQ, a globally renowned consumer research firm, released the "2026 Jewelry Gift-Giving Research Report," revealing an exciting trend: 95% of consumers plan to purchase jewelry within the next 12 months, and natural diamonds, with their unique value and emotional significance, have become the top choice for 70% of consumers.
The survey found that jewelry consumption is characterized by a distinct dual-driver model: "Gifting True Love" and "Self-Indulgence." Spouses, partners, and oneself are the two primary recipients of gifts, accounting for 58% and 54% respectively. Celebrating special occasions has become the primary motivation for consumption-whether for oneself or others, "celebrating special occasions" ranks first. Specifically, Valentine's Day (39%), anniversaries (36%), and engagements/weddings and birthdays (both 33%) constitute the core occasions for jewelry gifting. "Treating oneself" (48%) is the second-largest reason for buying jewelry for oneself, while "expressing love or care" (43%) is a key driver for gifting to others. These figures clearly demonstrate that jewelry is no longer merely a festive accessory but has become a vital medium for emotional connection and self-affirmation.
Consumer purchasing behavior is also becoming increasingly sophisticated. According to survey data, the RMB 10,000–20,000 price range is the strongest spending segment, accounting for 36%; the RMB 20,000–30,000 range follows closely behind, accounting for 23%. In terms of product preferences, necklaces (64%), rings (55%), and pendants (47%) are the most popular categories, with medium-sized natural diamonds weighing 1 to 1.49 carats being the most favored. Notably, 60% of consumers prefer designs featuring multiple natural diamonds, while 24K gold is the most sought-after setting material. Traceability of natural diamonds is highly valued by 92% of consumers, and 98% indicate that value-added services significantly boost their confidence in purchasing.
Behind these gifting trends lies increasingly sophisticated consumer awareness. 63% of consumers consider the 4Cs standard the most important factor, 49% prioritize authoritative certification, and 48% pay attention to the origin of natural diamonds. Regarding channel selection, 63% of consumers prefer to shop for natural diamond jewelry in-store, while 33% insist on purchasing entirely offline; the immersive experience and face-to-face trust offered by physical stores remain indispensable.
For Kiss Diamond's custom jewelry workshop, whether it's creating commemorative pieces, designing engagement rings, or sending a surprise to loved ones far away, Kiss Diamond offers a one-stop customization service from design consultation to final delivery, helping every client convey their most sincere emotions through jewelry. In this era of ritual and significance, a piece of custom jewelry carries far more than the intrinsic value of the metal and gemstones-it is a story, a gesture of love, and a cherished memory.
